Using the right local keywords helps your law firm show up when people search for legal services in your area. Instead of just targeting broad terms like “divorce lawyer” or “personal injury attorney,” local SEO focuses on phrases like “divorce lawyer in [City]” or “best injury lawyer near [Location].”
These types of searches show intent—meaning the person is actively looking for legal help nearby. By including location-based keywords throughout your website, on your service pages, blog posts, and your Google Business Profile, you increase your chances of showing up in local search results and on Google Maps.
A smart keyword strategy helps bring the right people to your site, those most likely to become clients. A local SEO expert can research the best keywords for your practice area and location, so your firm appears where it matters most.